As an APP in the field of e-commerce, Shopee is deeply loved by Southeast Asian users. Shopee ranks first in nominal transaction score in terms of monthly usage frequency, monthly number of digital services and users. With more and more sellers deploying Shopee, how should the settled sellers improve their product competitiveness through the combination of on-site and off-site marketing? 1, in-station traffic-use in-station traffic for holiday hotspots: 1) Update products related to the theme of holiday/marketing activities; 2) Optimization of the title of the main picture; 3) put on the shelves in advance; 4) Price reduction on the same day+large coupons to promote orders; 5) Play in line with the market and platform: advertising+optimizing natural search ranking+continuous activities+promotion platform package = profit. Traffic characteristics during the promotion period: 1) The traffic becomes more expensive and the conversion decreases; 2) Traffic begins to enter the stage of fierce competition; 3) Not suitable for measurement, mapping and keyword screening; During the marketing activities, the store will prepare: 1) select high-quality links to increase the promotion; 2) Show and click, show and click are the means, and collection and purchase are the purposes; 3) In the preheating stage, the requirements for keyword promotion are as follows: 1. Maintain the existing flow; The second is to continuously expand new customers. 4) The work during the activity is to increase real-time monitoring and adjust the application of delivery, promotion expenses and customer service reminders. Off-site traffic: network celebrities/FB; Drainage outside the station: in-station conversion rate > 5%; Major festivals+network celebrities+network celebrities. 2. Control the product life cycle and marketing rhythm. Sellers should analyze the product according to the following aspects: 1) profit space; 2) keyword trends; 3) product life cycle; 4) Platform trends; 5) Market trends. Product life cycle: 1) Style type: the basic expression of human life, but it has outstanding characteristics. Once the style is produced, it may last for several generations, and according to people's interest in it, it presents a cyclical pattern, sometimes popular and sometimes unpopular. 2) Fashion: few people accepted it when it was first listed, but as time went by (imitation stage), more and more people accepted it. Finally, it was widely accepted (a large number of popular stages) and gradually declined (a recession stage). 3) Fashion craze: it is a kind of fashion that quickly attracts the attention of the public, commonly known as fashion. The life cycle of popular products tends to increase and decrease rapidly. 4) Scallop type: due to product innovation or discovery of new uses from time to time, due to extension and re-extension.